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Despite the groans of dads everywhere, the tie remains one of the most sought-after gifts this Father’s Day. But this year, golf clubs have snuck in and outranked neckwear in web searches to become this year’s must-have present.

The gift of good smell isn’t far behind, as many users are looking to buy cologne for dad. Much further down the list are more specific presents like a swiss army knife, or a beer of the month subscription.

With just days to go, and search volume in the shopping category historically peaking on Sunday as last minute shoppers seek out gifts, ensure any promotions, gift finders, or top last-minute gift suggestions are featured prominently on your site and in your ads.